InterContinental Hotels Group today launched “We’re All Business, Mostly,” the Crowne Plaza Hotels & Resorts brand’s largest consumer media campaign for the Americas region in the past 10 years.
The campaign aims to show how the brand can help the modern business traveler have a more fulfilling journey. It’s part of the Crowne Plaza Accelerate program, which includes a US$200 million investment in the brand, that IHG introduced in June 2016.
“The new consumer media campaign is a key component of the Crowne Plaza Accelerate program. We are truly driving a transformation of the brand, ensuring we remain at the forefront of the new way of doing business with design-led, culturally-relevant and technology-enabled solutions,” said Eric Lent, vice president of Crowne Plaza and Holiday Inn, The Americas.
The intent of the platform is to communicate the brand’s ability to enable a lifestyle that seamlessly blends work and personal pursuits.
“The Crowne Plaza brand’s aspiration is to break through the hospitality sea of sameness and become known as the brand enabling the modern business traveler to blend work and relaxation, with a bit of inspiration and adventure – whether that’s with a cocktail at the bar, a workout at the gym or a delicious meal.”